Project Overview
Cubet partnered with a global conglomerate managing multiple brands across various industries and countries to solve a critical business challenge—disconnected loyalty systems. Each brand operated independently, with its own tech stack, customer data, and marketing logic, making it nearly impossible to deliver unified, meaningful customer engagement. The mission was to create an enterprise-grade loyalty platform that could operate at scale, adapt across geographies, and centralize customer insight while maintaining brand-level control. The result was a robust, API-driven loyalty ecosystem capable of powering real-time, personalized loyalty operations for over 30 brands in 12+ countries.
Industry
Enterprise Loyalty / Martech / Customer Experience (CX)
The Client
A multinational conglomerate with a diverse portfolio of consumer brands spread across industries and global markets. The client aimed to consolidate its fragmented loyalty infrastructure into a centralized system to fuel long-term customer value and agile campaign management.
Challenges Addressed
The client’s loyalty architecture was fragmented. Each brand operated in isolation, with its own CRM, customer behavior data, and promotional workflow. This created significant roadblocks:
- Customer profiles were siloed, leading to incomplete or duplicated data
- Loyalty operations were inconsistent and often delayed
- Cross-brand engagement strategies were difficult to implement
- Campaign setup was time-consuming and heavily reliant on IT support
- Scalability across geographies and business units was limited
A single, intelligent platform was needed to unify the customer experience across brands while enabling regional and brand-specific flexibility.
Collaboration in Action
Cubet built a centralized loyalty infrastructure designed for multi-brand, multi-region scalability. The solution included a real-time loyalty points engine, a unified customer profile layer, and self-service tools for marketers. The platform connected seamlessly with 20+ legacy systems, creating a connected loyalty ecosystem that brand teams could use independently.
Key capabilities included:
- A real-time engine for earning, redeeming, and tracking loyalty points
- A plug-and-play integration model for CRM, ERP, and marketing tools
- Unified behavioral tracking across all customer touchpoints
- Role-based governance and compliance control
- Campaign builder with real-time monitoring and performance dashboards
Technologies Deployed
- Frontend:
- Angular-based web dashboard for marketing teams
- React Native SDKs for mobile integration
- Backend:
- Node.js microservices architecture deployed via Kubernetes
- Database Layer:
- MongoDB for customer profiles
- PostgreSQL for transactional data
- Real-Time Engine:
- Redis Streams and Kafka for scalable data processing
- Cloud & Security:
- Deployed on Azure with multi-region support
- OAuth 2.0 authentication
- GDPR and CCPA compliant architecture
- Analytics & Reporting:
- Power BI integration
- Custom-built dashboards for campaign performance and behavior analytics
Innovative Feature
The system’s most innovative capability is its multi-brand real-time points engine—a rule-based engine that enables brands to define their own earning and redemption logic while keeping customer interactions consistent across the enterprise. Combined with a unified customer identity layer, the platform creates a 360° view of customer behavior and loyalty status, unlocking powerful cross-brand insights and marketing opportunities.
Value Delivered
- Activated loyalty operations in 12+ countries and 30+ brands
- Cut campaign deployment time from weeks to hours
- Boosted cross-brand engagement through shared data and unified customer insights
- Delivered an enterprise-grade loyalty foundation for global marketing strategy
- Successfully onboarded Fortune 500 clients into the platform
- Created a modular system designed to scale with new regions, products, and business lines
User Feedback
Brand managers and marketing leaders highlighted the platform’s intuitive UI and independence from central IT teams. They could now launch and monitor campaigns on their own timelines without sacrificing governance or compliance. IT teams appreciated the plug-and-play connectors that reduced integration complexity. Executives valued the strategic insight gained from a unified customer view.
Conclusion
This project turned a fragmented, inefficient loyalty ecosystem into a centralised, real-time marketing engine. With self-service control, unified customer intelligence, and built-in scalability, the solution gave the conglomerate the agility to execute brand-level strategies under one unified system.
Impact Made
The new loyalty platform redefined how the client engages its customers globally. It provided a scalable blueprint for loyalty operations that balances central governance with local execution. With this transformation, the client now leads the way in delivering seamless, consistent, and intelligent customer experiences across multiple brands, regions, and platforms.